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Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes
Dr. Kahlil Philander's presentation focuses on customized responsible gambling messaging, emphasizing the importance of tailoring messages to different target groups to enhance their effectiveness. The document discusses various strategies for messaging, the significance of personal relevance, and provides examples from other fields showing the success of targeted communication. It highlights the need for continuous research and data collection to improve responsible gambling practices and avoid unintended consequences.
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Dr. Kahlil Philander - Customized Responsible Gambling Messaging:: Design and Outcomes
- 3. Dr. Kahlil Philander Directorof Social Responsibility, BCLC
- 4. CUSTOMIZED RESPONSIBLE GAMBLING MESSAGING Dr.Kahlil Philander Director of Social Responsibility BCLC
- 5. Acknowledgements • Collaborators: Dr.Sally Gainsbury, Dr. Brett Abarbanel, Dr. Jeff Butler, Navi Brar, Michaela Becker • Funding: Manitoba Gambling Research Program & BCLC
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- 9. Play for fun, notto make money. Know how the game works and what the odds are before playing. Don't chase losses. Accept them as the cost of entertainment. Balance gambling with other types of leisure activities. Set a time limit before you play. Set a budget and stick to it. Take frequent breaks.
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- 12. WHATABOUT CONTENT THATIS DELIVERED CLOSER TO THE TIME OF PLAY?
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- 15. Gaming Management System Improvements Slot innovation, primarilydriven by point-of-sale marketing interests, has opened up a new opportunity
- 16. The study design System Assessment Tailoring Strategies FocusGroup Analysis Field Experiment (online) Execution Strategy
- 17. System Assessment Customized Player Messages Available Data Fields Data Validity Platform Capabilities Address, Gender, Language,Ethnicity, Age, Game Play (type, freq., spend), Play Management Settings Message size, position, text vs image, number of unique messages Limitation
- 18. Our target groups •Young adults • Older adults • Women • Men • Ethnic groups • Skill game players • Pure chance game players • Large single day loss players • Players involved in many types of games • …And/or combinations thereof!
- 19. TAILORING STRATEGIES The extentto a message is read, absorbed, and acted upon is dependent upon the personal relevance of the message, the targeted recipient’s capacity to assimilate the information, and their motivation to respond (Wolgater, 2006).
- 20. CONGRUENCY EFFECT Health messagesframed to match a person’s predominant motivations are more effective than mismatched messages (Updegraff et al., 2007).
- 21. Effectiveness demonstrated inother fields • SMOKING: A study of smoking cessation messages found incorporating small pieces of information on a person in a standard text doubled the number of participants who reported quitting (Dijkstra, 2005) • CANCER SCREENING: A study compared ads for people who thought they were at risk for skin cancer against ads that listed risk factors (e.g. odd shaped moles). The referral rate for the targeted approach was significantly higher 15.5% vs 11.6%(Katris et al., 1996). • ADVERTISING: “targeting ethnic consumers… with ads that are rich in traditional cultural cues can significantly influence their responses.” (Appiah & Liu, 2009)
- 22. More Effectiveness: Microsoft Researchon WebAds • Click-Through Rate (CTR) of an ad can be improved as high as 670% by properly segmenting users • Similar clickers have similar behaviors • Short term user behaviors more representative than long term user behaviors.
- 23. OUR MESSAGE GUIDELINES “Targeted andtailored messages outperform generic health messages, but the exact components that result in effective tailoring are not well known” - Noar et al., 2011
- 24. Our target groups •Young adults • Older adults • Women • Men • Ethnic groups • Skill game players • Pure chance game players • Large single day loss players • Players involved in many types of games • …And/or combinations thereof!
- 25. Poker Players • Differentmessaging for games with an element of skill • Staying in control and gambling with your head, rather than with emotions • Encourage players to be mindful of the element of chance that determines games, and to avoid chasing losses
- 26. Young Adults • Moreprone to erroneous beliefs about gambling and beliefs that gambling can be controlled • Problems with money, debt, and family breakdown are less relevant • Younger participants have difficulty relating to advertisements intended for other audiences • Use positive messaging, encouraging specific actions
- 27. Gambling behaviour • Regular/highlyinvolved gamblers who enjoy gambling may be much more defensive about their play • But may also be among the players that need the warnings the most. • Non-judgmental positive messages should be used that suggest specific actions to stay in control of play
- 28. WHY SO MUCHRESEARCH? Many warnings have unintended results when tested on regular users. Should rely on empirical research, rather than expert opinion or judgment. - Stewart and Martin, 1994
- 29. Approaches to ResponsibleGambling Regulation Centric Research Proven Best Practice Danger of Unintended Consequences Avoidable Harm
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- 31. Other Considerations • First,make sure the messages are more effective than generic approaches • An appropriate balance between personal content and more general branding should be maintained • Consider rotating messages • Improve data collection topics and validity
- 32. THANKS AND STAY TUNED… (ForGainsbury et al. at New Horizons 2016)
- 33. To provide sessionfeedback: • Open New Horizons app • Select Agenda tile • Select this session • Select Take Survey at bottom of screen If you are unable to download app, please raise your hand for a paper version
Editor's Notes
- #9 In 1924 management saw there was too big a price gap between their $510 Chevrolet touring car and their $750 Olds touring car. GM decided to introduce a new make, the Pontiac, to fill this gap.
- #14 Source: BC Responsible & Problem Gambling Program
- #15 Personalised feedback has been increasingly recognised as an important tool in promoting normative gambling behaviour (Auer & Griffiths, 2014)
- #20 Two parts: 1) What has worked in other industries/fields; 2) What might work for gambling?
- #23 Publication type Proceedings Published in The 18th Int. World Wide Web Conferences (WWW 2009) http://research.microsoft.com/apps/pubs/default.aspx?id=80378
- #26 Games involving an element of skill should use different messages than pure chance games. RG messages for poker, racing, and sports wagering should focus on staying in control and gambling with your head, rather than with emotions. Messages should encourage players to be mindful of the element of chance that determines games, and to avoid chasing losses. For pure chance games, messages should encourage players to be mindful of their sessions, to avoid the potential risks of dissociation, and to avoid losing track of time and money spent.
- #27 Young people need accurate information about gambling, how to avoid gambling harm, and what it means to gamble responsibly. This information needs to be communicated in a form suitable for young people. Ideally, communicated in a way that involves the use of new technology, including online help and resources (Monaghan & Wood, 2010). In a study on the impact of social marketing, younger participants had difficulty relating to advertisements that included retired people, and felt that photographs and messages for younger people would need to be included (Calderwood & Wellington, 2013). Similar findings appear in analysis of antismoking advertisements (Pechmann & Reibling, 2000). Relevant messages may include themes about shame and guilt, relationship and school problems, and risky and illegal behaviours. Problems with money, debt, and family breakdown are less likely to be relevant (Verbeke & Dittrick-Nathan, 2007). Young adults also may benefit from messages and tips about how to stay in control of gambling and avoid getting caught up in impulsive gambling sessions, including chasing losses and spending more than intended.
- #28 RG messages could target more involved gamblers differently than lighter gamblers. Players who spend more than $50 per month and have lost over $100 in a single day could be reminded with messages about being mindful of losses and amounts wagered. Messages could also target gamblers who engage in many different gambling activities, and gamble frequently for long sessions, as these behaviours are commonly associated with higher levels of risk.
- #29 The public health field is littered with examples of strategies that with good intentions that ultimately had unintended consequences. For example, some anti-smoking campaigns caused increases in smoking among youth. Gambling is no exception.
- #30 Unintended consequences – chasing losses evidence in MyPlay system
- #31 Research has shown that brands with pre-existing familiarity show higher levels of effectiveness in response to advertising, therefore a consistent approach to language use should be applied in on-screen messaging (Campbell & Keller, 2003; Kent & Allen, 1994). An appropriate balance between personalized content and more general branding should be maintained.